你知道吗？超过95%的创意，在落地时都未能达到预期，甚至最终未能推向市场。其原因，并非因为它们缺乏潜力，而是因为缺少规范 的流程。这就是为什么企业需要一套系统化的创意流程，来筛选、打磨并推进那些最有潜力的构想。 一个设计精良的创新漏斗，在清晰的阶段关卡流程指引下，能帮助团队在每个环节评估创意，降低风险并让创新与战略保持一致。在本 文中，我们将探讨如何构建高效的"创意流程漏斗"，从定义活动类型到设置评估关卡，让更多创意转化为可执行、高影响力的项目。 漏斗型的创意管理流程，通常聚焦于创新概念的早期阶段，是将新创意转化为创新项目的结构化方法。它引导创意经过特定阶段，从创意生成到概 念开发、测试再到全面推出。每个阶段后都有一个关卡或决策点，在这里会根据既定标准评估创意。 这个漏斗能帮助企业及早筛掉弱势项目。只有那些商业逻辑扎实、客户导向明确且技术可行的优秀创意才能继续推进。这种机制既避免了资源浪 费，还能持续改进创意筛选和开发的方式。 而且，通过系统化方法，企业能优先处理与战略目标和客户需求相符的创意。流程中通常会有跨职能团队参与，带来多元视角。这让创意筛选和关 卡结果更可靠，也更符合成功标准。 结构化创意流程漏斗的 ...

Core Insights - Over 95% of creative ideas fail to meet expectations when implemented, primarily due to a lack of structured processes. A systematic innovation funnel is essential for filtering, refining, and advancing the most promising concepts [3][4] Group 1: Importance of a Structured Innovation Funnel - A well-designed innovation funnel helps teams evaluate ideas at each stage, reducing risks and aligning innovation with strategic goals [3][4] - The funnel guides ideas through specific stages, from generation to concept development, testing, and full launch, ensuring only viable projects proceed [6][8] Group 2: Components of the Innovation Funnel - The structured innovation funnel consists of clear stage definitions, decision points, evaluation criteria, and effective management tools, which work together to identify high-potential ideas [6][8] - Each stage corresponds to specific steps in the innovation process: idea collection, concept development, business case creation, testing, and application [6][8] Group 3: Stages of the Innovation Funnel - Stage 1: Idea Collection and Generation focuses on encouraging contributions from employees, customers, and partners, emphasizing quantity and openness [15] - Stage 2: Concept Definition and Market Research involves refining selected ideas into detailed concepts, defining core value propositions, and conducting preliminary market research [19] - Stage 3: MVP and Development Stage aims to create a Minimum Viable Product (MVP) to test basic functionalities and gather user feedback [20] - Stage 4: Idea Implementation and Scaling shifts focus to execution, including beta testing and market entry strategies [24] - Stage 5: Integration into Product and Service Catalog finalizes the process by incorporating successful ideas into existing offerings, ensuring lasting impact and continuous improvement [28] Group 4: Real-World Examples - KPMG combines AI with human insights to drive creative discovery, utilizing a structured funnel to filter high-potential ideas [9] - Cisco's global innovation initiative aggregates thousands of ideas on a single platform, employing a structured model to evaluate and scale innovations [11]